The Strategy

Our strategy combined weekly posts of original content - often mouth-watering pictures of food featuring at least one Mutti product in a novel recipe - paid campaigns focused on new product awareness, and daily community management, where we strived not just to answer any queries or solve any issues for customers, but also to build a deeper relationship with them and use social listening to help construct a highly customer-centric brand.

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Cook like an italian

A central part to Mutti’s successful content strategy was working with well-known influencers. Notably, several of the posts we published were recipes provided by Silvia Colloca in her Cook Like An Italian show on SBS, featuring at least one Mutti product. We found that, when you choose the right influencer, transferring any positive asociations back to the brand is easy and natural.

So far, our CLAI posts delivered some outstanding enagement, helped drive tremendous audience growth, and heavily strengthened the Mutti brand in Australia, positioning it as the “go-to” for people passionate about cooking and authentic Italian flavours. This was achieved throug organic posts that were then boosted via paid promotions on Facebook and Instagram.

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Pesto style stir through sauces

The Stir Through campaigns had two main objectives:

a) creating brand awareness for Mutti’s new pesto-style sauces

b) increase website traffic for the products on the Coles website. These goals were both achieved through several rounds of finely targeted paid campaigns on Instagram and Facebook.

By continuously testing different audience elements and adjusting different posts according to food-based interests, we saw a continuous growth in the reach and response for these campaigns. Starting with product-focused posts and gradually moving towards lifestyle posts, we saw the response towards these ad campaigns match or out-perform Mutti’s regular or influencer content in terms of engagement.

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